A small company was able to implement a successful online marketing program in one of the most tenacious cities in the world, in one of the most competive small business industries.  Divine Moving, of New York City, was featured recently in this BusinessWeek article (found online at: http://www.businessweek.com/magazine/content/05_25/b3938617.htm).
I recently talked to David Cohen, the owner of this business, and got some more information on how he was able to succeed with this online marketing program.  In short, David put most of his marketing dollars into Pay-Per-Click, which is a form of online advertising with Google.  While his monthly advertising budgets often get into several thousand dollars, he says the program has been more than paid off for him and uses it as his only form of advertising – he gets 90% of his business from this source.  The best news for him is that it continues to be a great success and he’s more than willing to pay the high prices that Google demands of users because of the response he gets.  He has to spend a lot of time to manage the program but he enjoys doing it and it makes money for him.

I think the importance of this story is that almost any business can benefit from the Online World.  It’s not just people selling items over eBay or selling jewelery on their own website.  This business is one of the most “offline” businesses that you can think of.  There is no way to really digitize their service but they were able to use the Internet to generate 90% of their business.  Simply amazing.

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